From app idea to working product — with the instincts of a brand strategist.
I help founders, brands and agencies figure out the right app to build, then build it. Thirty-plus years in branding and advertising means apps with real purpose.
Selected Work
Real products, built to solve specific problems. Or just for fun.
Dart Golf
An original game I invented that turns a real dartboard into an 18-hole golf course.
Made for anyone with a dartboard — free, no account, no download.
Shows: original invention, game logic, frictionless consumer UX, and end-to-end product execution.
Check it outThe Branded Athlete
A personal-brand platform for athletes.
I wrote the tagline "It's who you are, not just what you are." And then vibe coded both the brand's website and the TBA App, an app that automates the process of surveying the athlete and their trusted-network and then using AI to analyze the feedback and come back with brand beliefs, sponsorship ideas, taglines, and a polished Money Slide.
Shows: product development, AI-assisted workflow design, branded consumer UX, and end-to-end execution across website and app.
Visit the websiteConnelly Partners Referral App
A gamified employee referral platform for a Boston ad agency.
Employees log connections, track leaderboards, and earn points — making business development more engaging.
Shows: behavior-change product design, game mechanics, and real client delivery.
IX App
I founded Ideasicle in 2010, launched a proprietary platform in 2018, then rebuilt it myself in 2024 using AI-assisted development.
Subscribe to one Command Center and run unlimited idea projects. You recruit any team of 4 — your own freelancers, employees, or anyone you trust — upload your creative brief, and watch ideas flow in.
Shows: complex product thinking, SaaS architecture, and the leverage of AI-assisted development.
Check it outSneak Attack
An AI-powered sales intelligence tool. Type a company name and what you're selling — get a full battlecard in seconds.
Opening lines, sales angles, key contacts, vendor context, and recent news in seconds.
Shows: AI with real utility, focused UX, and a tool built around a specific high-stakes job.
Check it outApplications for your business
Just because we can doesn't mean we should. Before any code is written, I help clearly define the problem and decide together if an app can solve it. If we decide it can, we then shape the right product — who it is for, what job it does, and what success looks like.
You have a brand and want a digital product to match
Web apps can be a clear demonstration of what your brand is all about. Branded apps and digital products, if done right, extend your brand into something people actually want to use. See The Branded Athlete above for an example.
You need an app that uses AI in a meaningful way
I build custom tools that use API connections to AI only where it adds real utility. See Sneak Attack app above for an example.
You need a website that turns interest into action
Branded websites, landing pages, and digital experiences built around a strategic message — not a template.
Your team is running critical work in spreadsheets
Sometimes there's no "off the shelf" software to solve a unique internal problem. I build internal tools with purpose that your team actually uses. See the Connelly Partners Referral App above to see an example.
How I build
I use AI-assisted development (“vibe coding”) to move quickly, but the thinking and direction are yours and mine. That means faster progress, lower overhead, and more of the budget going into the product.
You can do it too
One-one-one coaching
Try vibe coding yourself and open a Replit account. I provide a two hour, one-on-one coaching session to get you started.
Click the Replit logo to open an account and then click here to email me about scheduling a coaching session.
Open a Replit account Why me?
Brand strategist + product thinker + builder. That combination is rare. Most developers do not think in terms of brand and positioning, and most brand strategists cannot build the product. I do both.
Marketing instincts from the first conversation. I have worked on brands including Microsoft, Honda, DraftKings, Titleist, and Miller High Life. That experience shapes what is worth building before any code is written.
Comfortable starting from rough ideas. You don't need a polished brief or a finished spec. We can work from a napkin and sharpen as we go.
“Will's legendary experience in branding makes a huge difference. He's not just thinking about how the app works, he's thinking about how it represents our brand and how athletes will experience it.”
Typical project ranges
A few ballpark ranges, so you know what kind of engagement you're looking at.
Vibe-code coaching
A two-hour, one-on-one session to help you get started.
$500
Focused project
Landing page, campaign page, or lightweight site.
$3,000–$5,000
Mid-scope build
Full website, internal tool, or simple web app.
$5,000–$10,000
Custom product build
More complex app, AI features, or API integrations.
$10,000–$20,000+
If the idea is strong but the budget is tighter, we can usually shape a smarter first version that fits.
Let's figure out what to build — and whether it is worth building.
In 30 minutes, we can clarify the right product, pressure-test whether it is worth pursuing, and map the fastest path to a working version.
No long intake. No sales pitch. Just a focused session on the smartest next move.
Book a 30-Minute Working Session